Method for evaluating provision of commodity information

ABSTRACT

A commodity-information provision evaluation method for visualizing information contributing to evaluating of commodity information provided by a commodity provider, includes performing, according to an operator&#39;s selection operation, process display processing that includes superimposing and displaying at least two of intention information, expectation information and practical information on a screen in a matrix format, to visualize a gap between the commodity information provision media, or image display processing that includes superimposing at least two of target image information, design image information and user image information on an image map screen in which information regarding image is allocated to each of regions into which a display screen is divided so that the at least two are displayed in regions to which the at least two are allocated.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is based on and claims priority under 35 U.S.C. §119from Japanese Patent Application No.2006-105444 filed Apr. 6, 2006.

BACKGROUND

1. Technical Field

The invention relates to a technology that evaluates a method ofproviding commodity information by media and design of the media, andparticularly relates to a technology that visualizes a gap, between acommodity provider and a commodity consumer, regarding the provisionmethod and the design.

Moreover, the invention covers not only a commodity of a tangibleentity, but also intangible entities represented by service. Further,the “consumer” used herein may be a concept including a person (latentconsumer) who does not purchase but possibly purchase, as well as aperson who actually purchase a commodity.

2. Related Art

A commodity provider who sells commodities, such as an enterprise,provides information about the commodities using various media.

For example, the commodity provider provides information about acommodity using various media such as providing information by newspaperinsertions, TV CM, Internet, sales by direct mail, exhibition andtelephone, and direct sales with a sales clerk. Then, the consumerobtains the commodity information through such media and considerswhether or not to purchase the commodity.

In the commodity information provision method, design of the media is acomponent that considerably affects an image (impression) that theconsumer receives from the commodity. It is important to have designthat gives an impression to increase a consumer's desire to purchase.

In order to create design; of such a medium, many kinds of applicationsoftware that supports image drawing or coloring of products,presentation materials, Web pages, or the like have been developed.

Such application software entrusts actual coloring with a user.Accordingly, a user who is unfamiliar with design production does notaccurately represent an image.

SUMMARY

According to an aspect of the invention, a commodity-informationprovision evaluation method for visualizing information contributing toevaluating of commodity information provided by a commodity provider,includes performing, according to an operator's selection operation,process display processing that comprises superimposing and displayingat least two of intention information, expectation information andpractical information on a screen in a matrix format of kinds ofcommodity information provision media and respective steps of a purchaseprocess, to visualize a gap between the commodity information provisionmedia, or image display processing that comprises superimposing at leasttwo of target image information, design image information and user imageinformation on an image map screen in which information regarding imageis allocated to each of regions into which a display screen is dividedso that the at least two of the target image information, the designimage information and the user image information are displayed inregions to which the at least two of the target image information, thedesign image information and the user image information are allocatedamong the regions on the image map screen, to visualize a gap betweenthe at least two of the target image information, the design imageinformation and the user image information. The intention information isassociated with kinds of commodity information provision media that thecommodity provider intends to use each step of the purchase process. Theexpectation information is associated with kinds of commodityinformation provision media that a commodity consumer is expected to useat each step of the purchase process. The practical information itassociated with a kind of a commodity information provision medium thatthe commodity consumer actually uses at each step of the purchaseprocess. The target image information relates to image of a target whena certain commodity information provision medium is designed. The designimage information relates to image that is defined based on a physicalcharacteristic amount of actual design of the certain commodityinformation provision medium. The user image information relates toimage that the commodity consumer receives from the actual design of thecertain commodity information provision medium.

BRIEF DESCRIPTION OF THE DRAWINGS

Exemplary embodiments of the invention will be described below in detailwith reference to the accompanying drawings, wherein:

FIG. 1 is a diagram illustrating the outline of a processing accordingto an exemplary embodiment of the invention;

FIG. 2 is a diagram showing the system configuration according to theexemplary embodiment of the invention;

FIG. 3 is a diagram showing the configuration of a management server(evaluation apparatus) according to the exemplary embodiment of theinvention;

FIG. 4 is a diagram showing a main menu screen of an MIGF processingaccording to the exemplary embodiment of the invention;

FIG. 5 is a diagram showing a target image input screen according to theexemplary embodiment of the invention;

FIG. 6 is a diagram illustrating an image representation databaseaccording to the exemplary embodiment of the invention;

FIG. 7 is a diagram illustrating an image evaluation database accordingto the exemplary embodiment of the invention;

FIG. 8 is a diagram showing a design image evaluation screen accordingto the exemplary embodiment of the invention;

FIG. 9 is a diagram illustrating a design database according to theexemplary embodiment of the invention;

FIG. 10 is a diagram showing an example of a Web page (commodityinformation provision medium) according to the exemplary embodiment ofthe invention;

FIG. 11 is a diagram illustrating a design evaluation database accordingto the exemplary embodiment of the invention;

FIG. 12 is a diagram showing an image data selection screen of thecommodity information provision medium according to the exemplaryembodiment of the invention;

FIG. 13 is a diagram showing a user image input screen according to theexemplary embodiment of the invention;

FIG. 14 is a diagram illustrating a user image information databaseaccording to the exemplary embodiment of the invention;

FIG. 15. is a diagram showing a display selection screen according tothe exemplary embodiment of the invention;

FIG. 16 is a diagram showing an image map screen according to theexemplary embodiment of the invention;

FIG. 17 is a diagram illustrating an image display database according tothe exemplary embodiment of the invention;

FIG. 18 is a diagram showing an image map screen, on which target imageinformation is displayed in an overlap manner, according to theexemplary embodiment of the invention;

FIG. 19 is a diagram showing an image map screen, on which design imageinformation and image data are displayed in an overlap manner, accordingto the exemplary embodiment of the invention;

FIG. 20 is a diagram showing an image map screen, on which user imageinformation is displayed in an overlap manner, according to theexemplary embodiment of the invention;

FIG. 21 is a diagram showing an image map screen, on which target imageinformation, design image information, and image data are displayed inan overlap manner, according to the exemplary embodiment of theinvention;

FIG. 22 is a diagram showing an image map screen, on which user imageinformation, target image information, design image information, andimage data are displayed in an overlap manner, according to theexemplary embodiment of the invention;

FIG. 23 is a diagram illustrating the concept of design productionaccording to the exemplary embodiment of the invention;

FIG. 24 is a diagram showing a main menu screen of an MPGF processingaccording to the exemplary embodiment of the invention;

FIG. 25 is a diagram illustrating an AP×RP matrix according to theexemplary embodiment of the invention;

FIG. 26 is a diagram illustrating a purchase process and commodityinformation provision media according to the exemplary embodiment of theinvention;

FIG. 27 is a diagram showing an AP×RP matrix according to the exemplaryembodiment of the invention;

FIG. 28 is a diagram showing an AP×RP matrix screen of intentioninformation according to the exemplary embodiment of the invention;

FIG. 29 is a diagram showing an AP×RP matrix screen of expectationinformation according to the exemplary embodiment of the invention;

FIG. 30 is a diagram showing an AP×RP matrix screen, on which intentioninformation and expectation information according to the exemplaryembodiment of the invention;

FIG. 31 is a diagram showing a main menu screen of a user clusteringprocessing according to the exemplary embodiment of the invention;

FIGS. 32A and 32B are diagrams illustrating examples of a consumer modeland a modeling questionnaire according to the exemplary embodiment ofthe invention;

FIG. 33 is a diagram illustrating the relationship among a consumermodel, a degree of factor contribution, and a reply to a questionnaireaccording to the exemplary embodiment of the invention;

FIG. 34 is a diagram showing a user clustering processing and therelationship between an MIGF processing and an MPGF processing accordingto the exemplary embodiment of the invention;

FIG. 35 is a diagram showing an example of a user cluster (consumermodel) according to the exemplary embodiment of the invention; and

FIG. 36 is a diagram showing another display example of an MPGFprocessing according to the exemplary embodiment of the invention.

DETAILED DESCRIPTION

The exemplary embodiments of the invention will be described below.

FIG. 1 shows the overall outline of the exemplary embodiment of theinvention. First, the outline of a processing according to the exemplaryembodiment of the invention will be described with reference to thedrawings.

An analysis processing of the exemplary embodiment includes a portion100 relating to a consumer (user), a portion 200 relating to a gap in apurchase process of a medium, and a portion 300 relating to design ofthe medium.

Moreover, if necessary, the portion 200 relating to the purchase processof the medium may be referred to as “MPGF” (Media Process Gap Finding),and the portion 300 relating to design of the medium may be referred toas “MIGF” (Media Image Gap Finding).

The main portions of the exemplary embodiment are the MPGF 200 and theportion 100 relating to the consumer model.

In the portion 100 relating to the consumer model, a consumer modelanalysis module 101 performs data analysis 104 on replies 102 (forexample, replies to factors, such as personality, action characteristic,and values on commodity) to a questionnaire for clustering collectedfrom the consumers by a known method, such as factor analysis or clusteranalysis with reference to the consumer model DB 103. Then the consumermodel analysis module 101 specifies a consumer model 105 of the pluralconsumers clustered on the basis of the factors by using this analysis.

The consumer model 105 is model information that represents similarconsumers on the basis of the factors, such as personality, actioncharacteristic, values on commodity. This can be used as informationthat explains the clustered consumers by sentimental values.

In the following embodiment, the result of the questionnaire collectedfrom the consumers or the result of the data analysis is recorded asuser information and then used in an MPGF processing or an MIGFprocessing regarding the individual consumers or the clustered consumers(consumer model).

Moreover, for convenience, a profile 106 may be created for eachconsumer model. Further, for a consumer whose personality is understoodthrough previous commodity purchase, a consumer attribute or purchasehistory information may be stored in a consumer DB 107. Then, theinformation is subject to data analysis 108 by a known method, such asRFM analysis, correlation analysis, or cluster analysis. Thereby, apurchase model 109 of plural consumers clustered on the basis of thefactors is generated by the analysis. The consumer information or thepurchase model information may be used as the consumer or the consumermodel.

In the portion 200 relating to the MPGF processing, a medium accessanalysis module 201 records AP×RP matrix data 202 acquired from thecommodity provider and AP×RP matrix data 203 acquired from the repliesto the questionnaire of the consumers in an MPGF DB 204. The recordedinformation is subject to data analysis 205 by MPGF analysis or GAPanalysis, thereby generating a matrix-shaped communication model 206.

The AP×RP matrix data 202 acquired from the commodity provider includesinformation on how much (money or the number of investment times) anenterprise (commodity provider) invests (or wants to invest) at eachstep of a purchase process for respective kinds of media in order toprovide information about a certain commodity. The AP×RP matrix data 202represents a method, intended by the enterprise, of providing commodityinformation.

The AP×RP matrix data 203 acquired from the replies to the questionnaireof the consumers includes kinds of media that the consumers willprobably use or used to acquire the information about the certaincommodity at each step of the purchase process. The AP×RP matrix data203 represents a method of providing commodity information that theconsumers are expected to use in considering of commodity purchase.

The AP×RP matrix is matrix information having two axes of the media thatprovide commodity information (access point: AP) and the steps of thepurchase process (relational point: RP). In the AP×RP matrix data 202,the investment amount for each medium according to the intention of thecommodity provider is recorded at the intersections of the AP×RP matrixin numeric values. In the AP×RP matrix data 203, the degree for eachmedium to which extent the consumers are expected to use is recorded inthe intersections of the AP×RP matrix data 203 in numeric values.

During the data analysis 205, performed is a processing of analyzing aline (estimated purchase line), which connects predetermined investmentamount points of the AP×RP matrix data 202 between the process steps,and a line (estimated sentiment line), which connects predeterminedexpectation amount points of the AP×RP matrix data 203. The estimatedpurchase line is a line that directly represents the degree to whichextent the commodity provider intends, and the estimated sentiment lineis a line that directly represents the degree to which extent theconsumers are expected to use. The lines are generated according todegrees set up in the analysis (the degree may be maximum range).

The communication model 206 is a mode1 in which the matrix of the AP×RPmatrix data 202 and the matrix of the AP×RP matrix data 203 aredisplayed on a screen in an overlap manner. Accordingly, visualized is agap between a commodity information provision method intended by thecommodity provider and a commodity information provision method which isexpected to be used or was practically used by the consumer.

Further, the estimated purchase line and the estimated sentiment lineare also displayed in the communication model 206. A mark, such as‘GAP’, is displayed in a portion where a gap between the lines is equalto or larger than a predetermined degree. Moreover, during the dataanalysis 205, the portion to be marked is specified on the basis of thesetup gap amount, and a predetermined mark is displayed.

In the portion 300 relating to the MIGF processing, medium product data301 for information provision of a certain commodity and data 302representing image (representation by emotional words or representationby color selection) for the certain commodity acquired from the repliesto the questionnaire of the consumer is recorded in an MIGF DB 303.Then, the recorded information is subject to data analysis 304 bypreference analysis, product H/T analysis, or MIGF analysis so as toanalyze information representing an image of the medium product andinformation representing an image based on the consumer's preference.Thereby, generated is a communication model 305 in which the informationrepresenting the image overlaps on an image map.

The communication model 305 uses a known concept information matrix (forexample, Japan Color & Design Research Institute, Inc.) that representsimage in association with emotional words (adjective), a single color,coloration of a combination of plural colors, and a shape of a cup. Thecommunication model 305 is a model in which information, such asemotional words or coloration acquired from the image of the mediumproduct for commodity information provision, and information, such asthe emotional word or coloration of the image based on the consumer'spreference acquired from the replies to the questionnaire aresuperimposed on the image map of the two-axis representation of, forexample, “soft”-“hard” and “warm”-“cool.” When this model is displayedon the screen, visualized is a gap between the design of the mediumwhich the commodity provider uses to provide commodity information andthe image that the consumers prefer (or the image that matches thecommodity).

The communication model 206 generated by the MPGF processing 200 and thecommunication model 305 generated by the MIGF processing 300 are subjectto data analysis 400 by cross analysis. Then, the MPGF model and theMIGF model can be collaborated with each other. Accordingly, it ispossible to evaluate whether or not commodity information can be timelyprovided by design of medium and a kind of medium that the consumersprefer. In addition, commodity information can be provided by a methodthat the consumers prefer or that the consumers desires by changing thekind of a medium or changing design of the medium.

<Configuration of Purchase Process Apparatus>

FIG. 2 shows the concept of a system according to this exemplaryembodiment. The system of this exemplary embodiment has managementserver 1 and client computers 2 that are connected to each other througha network 3.

Moreover, the management server 1 has known computer hardware, such as aprocessor or a memory. When an evaluation program according to theexemplary embodiment of the invention is executed by hardware, thefunctions of the invention are configured, as described below. That is,the management server 1 forms an evaluation apparatus that visualizes agap between commodity information to be provided by the commodityprovided in a purchase process related to commodity purchase andcommodity information to be desired by the consumer of the commodity inthe purchase process.

As shown in FIG. 3, the management server 1 includes a control section11 that executes a processing by the functions described below, astorage section 12, an input section 13 that receives an operation inputfrom an operator, an output section 14 that displays information to bepresented to the operator on a screen, and a network interface unit 15.

The control section 11 reads out and executes a program according tothis exemplary embodiment stored in the storage section 12, imports datarequired for the processing from the input section 13 or the network 3,and stores data in the storage section 12. Further, if necessary, thecontrol section 11 reads out data stored in the storage section 12,performs a processing, stores the processing result in the storagesection 12 again, and outputs data to the output section 14 or thenetwork 3.

The storage section 12 stores and holds the program of this exemplaryembodiment and various data imported from the input section 13 or thenetwork 3. Further, the storage section 12 stores and holds databasesrequired for the processing of this exemplary embodiment, such as animage representation database, an image evaluation database, a designdatabase, a design evaluation database, an image representationdatabase, an intention information database, an expectation informationdatabase, a practical information database, and a user informationdatabase. As the storage section 12, a semiconductor memory is mainlyused, but a storage device, such as a hard disk, an optical disk, amagneto-optical disk, or a magnetic disk, may be used.

Although the contents and the use methods of the individual databasesstored in the storage section 12 will be described below, in summary,the image representation database, the image evaluation database, thedesign database, the design evaluation database, and the imagerepresentation database are mainly used for the MIGF processing by theportion 300 relating to the MIGF processing. Further, the intentioninformation database, the expectation information database, and thepractical information database are mainly used for the MPGF processingby the portion 200 relating to the MPGF processing. In addition, theuser information database is mainly used for the user clusteringprocessing by the portion 100 relating to the consumer model.

The input section 13 is used when the operator inputs data required forthe processing. As the input section 13, for example, a character inputdevice, such as a keyboard, or a pointing device, such as a mouse or alight pen, may be used. Further, when an existing presentation materialwritten on a recording medium, such as a paper, is read as electronicdata, an image reading device, such as a scanner, may be used. Inaddition, when a voice is input, a voice input device that can convertthe voice into a digital signal may be used.

The output section 14 displays an input screen urging the input of datarequired for the processing or an output screen that displays theprocessing result by the control section 11. As the output section 14,for example, an image output device, such as a display or a printer, maybe used.

Moreover, the client computer 2 may have the same configuration as themanagement server 1. Further, the client computer 2 may execute theprogram stored in the storage section. 12 of the management server 1through the network 3 and appropriately read out and use data.

<Description of MIGF Processing>

A design image evaluation processing (MIGF processing 300) that isexecuted by the client computer 2 having the above-describedconfiguration will be described with reference to FIGS. 4 to 22.

The client computers 2 are respectively connected to the managementserver 1 through the network 3 and perform communications. Any clientcomputer 2 may be used as a terminal of an operator (design evaluator ordesign producer).

Moreover, in the following description, for convenience, it is assumedthat the operator operates the management server 1 to perform theprocessing.

Further, a main menu that selectively starts the MIGF processing, theMPGF processing, and the user clustering processing is displayed on theoutput section 14 of the management server 1. Then, the operator selectsand instructs a desired processing from the input section 13, and theselected processing is executed.

The MIGF processing includes a target image determination step, a designimage evaluation step, a user image acquisition step, and an imagepresentation/correction step. If the processing of the program starts,as shown in FIG. 4, the control section 11 causes the output section 14to display a main menu screen 10 of the MIGF processing, and prompts theoperator to select a desired processing, Here, on the main menu screen10, a mouse pointer 5 is displayed and, if a screen position indicatinga desired processing is clicked, the processing starts to be executed.

On the main menu screen 10, a box 16 for inputting an identificationnumber of target design is provided. In the following processing, atarget database is identified by the number input in the box 16.

For example, if ‘9’ is input in the box 16 as the identification number,the mouse pointer 5 is moved to a position where a target imagedetermination button 20 is displayed, and the mouse is clicked, theidentification number of design becomes 9, and the processing of thetarget image determination step is executed.

<Target Image Determination Step>

In the target image determination process, information about imagerequired for target design (hereinafter, referred to as ‘target imageinformation’) is determined. In the target image determination step,first, the control section 11 causes the output section 14 to display atarget image input screen 10-1 shown in FIG. 5. The target image inputscreen 10-1 presents plural pieces of information representing designimages and allows the operator to select information corresponding totarget design to be designed.

Here, as the information representing the design image, characterinformation having a group of adjectives (emotion words) directlyrepresenting the design images and color information having a group ofcolor palettes each consisting of a combination of plural colors can beappropriately selected and used according to an object for designproduction. The information maybe stored in the storage section 12 asthe image representation database in advance and then appropriated readout and used. In the following description, as shown in FIG. 6, it isassumed that the image representation database uses characterinformation having a group of adjectives as emotional words.

Next, the operator selects information according to an image requiredfor design using the input section 13.

For example, as shown in FIG. 5, the mouse pointer 5 is displayed on thetarget image input screen 10-1 on which adjectives are listed. Then, theoperator uses a mouse as the input section 13, moves the mouse pointer 5on a check box 28 attached to an adjective corresponding to the imagerequired for design, and clicks the mouse to select information. A checkmark is displayed at the selected check box 28. If the selection ends,the operator moves the mouse pointer 5 to a position of an OK button 29and clicks the mouse, such that the character information of theselected adjective is stored in the storage section 12. In the exampleof FIG. 6, the character information ‘active’ and ‘obedient’ areselected and stored in the storage section 12.

Moreover, the selection method of the information representing the imageis not limited thereto. Another method maybe used insofar as theoperator can easily perform the input.

Next, the target image information of the design production isdetermined on the basis of the selected information. In determining ofthe target image information, the image evaluation database is used. Asshown in FIG. 7, the target image information is held in the imageevaluation database in association with information in the imagerepresentation database. For example, a given word (modern, natural, orthe like) representing the image as the target image information isassociated with an emotional word (adjective) in the imagerepresentation database.

The control section 11 reads out the selected information (emotionalword) from the storage section 12, and refers to the image evaluationdatabase, thereby extracting the target image information associatedwith the information. The extracted target image information is storedin the storage section 12 in association with the identification numberof design.

For example, when the selected character information (emotional word) is‘obedient’, according to the image evaluation database of FIG. 7,‘natural’ and ‘pretty’ are selected at ratios of 0.9 and 0.1 as thetarget image information, respectively.

If the target image information is selected, the control section 11 endsthe target image determination step.

Moreover, the processing of the target image determination step is notlimited thereto. For example, when the design object includes pluralcolors, such as presentation material, Web page, exterior of newproduct, and brand logo of enterprise, a group of color palettes eachconsisting of a combination of plural colors may be registered as theimage representation database and listed on the target image inputscreen, and a design production client is allowed to select one. Then,the target image information associated with the selected color palettecan be selected.

<Design Image Evaluation Step>

If a design image evaluation button 22 is clicked, the processing of thedesign image evaluation step is executed.

In the design image evaluation step, information about image of actualdesign (hereinafter, design image information) is extracted.

First, actual design is imported as data, and stored and held in thestorage section 12. The control section 11 causes the output section 14to display a design import screen 10-2 shown in FIG. 8 and prompts theoperator to input data about design.

For example, the operator designs a Web page for providing commodityinformation and uploads it on the network 3 in advance. Next, a URL ofthe Web page is input in a URL input box 30 of the design import screen10-2, the mouse pointer 5 displayed on the design import screen 10-2 ismoved to a Web design import button 32, and the mouse is clicked. Then,an acquisition destination of the Web page subject to the design imageevaluation is specified. When receiving the specifying, the controlsection 11 imports image data of the Web data from the specified URLthrough the network 3. As shown in FIG. 9, the imported image data issequentially stored in the storage section 12 as the design database inassociation with identification information (for example, URL) of theimage data.

Moreover, for the design identification number, when the design databaseis not generated yet, a new design database is generated in associationwith the design identification number. Meanwhile, when the designdatabase for the design identification number exists already, theidentification number of image data and the image data are additionallystored in the existing design database.

Further, when the object of design production is a presentationmaterial, an advertisement of a new product, image data may be imported(acquired) using a reading apparatus of image data, such as a scanner.In this case, when an image import button 34 of the design import screen10-2 is clicked, an existing image reading tool may start.

For example, when an image of a Web page for providing commodityinformation shown in FIG. 10 is imported, an image that a human feelsfrom the imported image data is evaluated. In the design imageevaluation, existing evaluation means disclosed in JP 2002-18752 A maybe used.

That is, the control section 11 reads out the imported image data fromthe storage section 12, and divides it into plural regions, as shown inFIG. 10. For the division, an existing image region division tool maybeused. Next, physical characteristic amounts, such as area, position,size, color average, and color different from other regions, areextracted from the divided regions.

Meanwhile, the combination of the physical characteristic amounts isstored and held in the storage section 12 as the design evaluationdatabase in association with the design image information. For example,as shown in FIG. 11, a set of colors for a background region, a mainregion having the largest region other than the background region, andan accent region accented with respect to the main region (in thedrawing, a hatched region) is generated and held in association with thedesign image information (similarly to the above description, a givenword representing image (modern, natural, or the like)) that a humanfeels from the set of colors).

Average colors may be extracted from the background region, the mainregion, and the accent region of actual image data on the basis of thedesign evaluation database, and then the design image information may beextracted from the combination of the average colors. As shown in FIG.9, the extracted design image information (natural, casual, or the like)is stored and held in the storage section 12 as the design database inassociation with the identification number of image data and the imagedata to be evaluated.

For example, if the average colors are extracted from the backgroundregion, the main region, and the accent region of the image data in FIG.10, the design image information ‘natural’ can be found can the basis ofthe design evaluation database of FIG. 11.

Moreover, the physical characteristic amount itself obtained from theimage data may be used as the design image information. For example, thecombination itself of the average colors of the background region, themain region, and the accent region of the image data may be used as thedesign image information, that is, as the color palette.

If the design image is determined, the control section 11 ends thedesign image evaluation step.

<User Image Acquisition Step>

If a user image acquisition step button 24 is clicked, the processing ofthe user image acquisition step is executed.

In the user image acquisition step, a user (commodity consumer) acquiresan image (hereinafter, referred to as ‘user image information’) withrespect to the image data imported in the design image evaluation step.

First, the control section 11 causes the output section 14 to display animage data selection screen 10-3, and prompts the selection of imagedata which will be subject to image acquisition from among the imagedata imported at the design image evaluation step.

As shown in FIG. 12, the image data selection screen 10-3 may listinformation about the image data stored in the design database of thestorage section 12 on the screen, and allow the operator to select imagedata to acquire user image information. However, the image dataselection screen 10-3 is not limited thereto. Any one may be usedinsofar as it can select the image data stored in the design database.

A user who inputs image for image data (or the operator who inputs thereplies to the questionnaire from the user) moves the mouse pointer 5 toa check box 40 provided in information about image data of the imagedata selection screen 10-3 using the input section 13, such as a mouseand clicks the mouse, thereby selecting information. Next, the mousepointer 5 is moved on an OK button 42 and the mouse is clicked, therebydetermining the selection of the image data.

Here, since the user (consumer) directly in puts the image, the controlsection 11 causes the output section 14 to display an image input screen10-4 shown in FIG. 13, and prompts the user to input image from theimage data.

The user image input screen 10-4 is divided into a region 43 thatdisplays the content of the selected image data and a region 44 thatlists information representing the design images.

The control section 11 reads out the selected image data from the designdatabase stored in the storage section 12 and displays the image data inthe image data display region 43 through image formation. For example,when image data of a Web page is selected, as shown in FIG. 13, the URLof the image data is read out from the design database, imports theimage data from the URL, and displays the image data on the display.

In addition, the control, section 11 reads out the informationrepresenting the design images from the image representation database ofthe storage section 12 and displays the image in the imagerepresentation display region 44.

Similarly to the target image determination step, the informationrepresenting the image in the image representation database can beappropriately selected and used from among plural adjectivesrepresenting the design images and/or color information including acolor palette composed of a set of colors, according to the kind ofimage data. Here, it is assumed that the image information databaseincludes character information including plural groups of adjectives.

Next, using the input section 13, the user selects informationcorresponding to the image that he feels when seeing design of the imagedata displayed in the image data display region 43.

For example, as shown in FIG. 13, the mouse pointer 5 is displayed inthe image representation display region 44 where the adjectives arelisted. Then, the user moves the mouse pointer 5 on a check box 46provided with respect to an adjective corresponding to the image to-bereceived from design and clicks the mouse so as to selected theinformation. A check mark is displayed in the selected check box 46.Display of the adjective can be appropriately changed by moving themouse pointer 5 on a scroll button 48 and clicking the mouse. If theselection of the adjective ends, the mouse pointer 5 is moved to aposition of an OK button 47 and then the mouse is clicked, such that thecharacter information of the selected adjective is stored in the storagesection 12.

For examples in FIG. 13, the character information ‘active’ and ‘swanky’are selected and stored in the storage section 12.

The user image acquisition method is not limited thereto. That is, it issufficient that the user can easily input an image with respect todesign of image data.

Next, user image information is determined on the basis of the selectedinformation. In determining the user image information, the imageevaluation database used in the target image determination step is used.

The control section 11 reads out the selected information from thestorage section 12, and refers to the image evaluation database, therebyextracting user image information associated with the set of selectedinformation. For example, when the character information ‘swanky’ isselected, ‘elegant’ is selected at a ratio of 1.0 as the user imageinformation according to the image evaluation database of FIG. 7.

The extracted user image information is stored in the storage section 12as the user image information database in association with the imagedata as shown in FIG. 4.

Moreover, when the user image information database is not generated yet,the user image information database is generated for each designidentification number. Meanwhile, when the user image informationdatabase exists for the design identification number, image data anduser image information are added to the existing user image informationdatabase.

If the user image information is determined, the control section 11 endsthe user image acquisition step.

Moreover, information representing user image information is not limitedto character information of an adjective as in this exemplaryembodiment. For example, similarly to the target image determinationstep, user image information may be selected from a group of colorpalettes composed of a set of colors.

Further, the above-described step may be performed for plural users, anduser image information for the same image data may be acquired from theplural users. Accordingly, broad and objective image evaluation on imagedata can be performed.

That is, when user image information are acquired from the individualusers, and user information and target image information or design imageinformation of each user are displayed in an overlap manner, it ispossible to easily evaluate a gap between the preference of each userfor a given medium and the target image or the design image. Then, ifplural users (user information) are identifiably displayed on thescreen, broad and objective image evaluation can be performed.

Moreover, as described below, when a consumer model is generated byclustering plural users according to attribute information and userinformation of the consumer model and the target image information orthe design image information are displayed to overlap on the samescreen, it is possible to easily evaluate a gap between the preferenceof the consumer model for given medium design and the target image orthe design image.

<Image Presentation/Correction Step>

If an image presentation/correction step button 26 is clicked, theprocessing of the image presentation/correction step is executed.

The image presentation/correction step displays the target imageinformation obtained in the target image determination step, the designimage information obtained in the design image evaluation step, and theuser image information obtained in the user image acquisition step.

First, the control section 11 causes to the output section 14 to displaya display selection screen 10-5 and allows the operator to selectinformation to display.

As shown in FIG. 15, on the display selection screen 10-5, the designidentification number to be displayed is input in an input box 54.Further, when a check box 50 is selected and an OK button 52 is clicked,information to be displayed is selected from among the target imageinformation, the design image information, and the user imageinformation.

Next, when receiving the input of the information to be displayed, thecontrol section 11 displays the target image information, the designimage information, or the user image information on an image map screen10-6 shown in FIG. 16.

The image map screen 10-6 is divided into plural regions, and eachregion is attached with an identification number. Meanwhile, in thestorage section 12, information representing image (a word representingimage such as pretty) is associated with each region identificationnumber and stored as the image display database, as shown in FIG. 17.

The control section 11 refers to the image display database and extractsthe region identification number associated with the target imageinformation, the design image information, or the user imageinformation. Then, information corresponding to the region on the imagemap screen 10-6 having the extracted region identification number isdisplayed.

Here, a coordinate axis may be provided on the image map screen 10-6,and the region identification numbers may be allocated such that theimage changes at a predetermined tendency along the coordinate axis.

For example, in the example of the image map screen 10-6 shown in FIG.16, two rectangular coordinates of an X coordinate 62 a and a Ycoordinate 62 b are provided. The X coordinate 62 a represents a degreeof warmness of design from ‘warm’ to ‘cool’, and the Y coordinate 62 brepresents a degree of hardness from ‘soft’ to ‘hard’. Then, information(words) representing image are allocated along with change in respectiveimage.

Moreover, the information allocation method onto the image map screen10-6 is not limited thereto. The setting of the coordinate axes may bechanged according to the kind of object design.

In the above case, when the target image information is selected, targetimage information associated with the input design identification numberis displayed on the image map screen 10-6 in an overlap manner as shownin FIG. 18.

Meanwhile, in the above case, when the design image information isselected, design image information 68 in the design database associatedwith the input design identification number is displayed on the imagemap screen 10-6 in an overlap manner as shown in FIG. 19. At this time,if a different display color is used for information of each image datastored in the design database, it is possible to easily identify thedisplayed information. Further, instead of the design image informationor together with the design image information, image data itselfcorresponding to the design image information may be displayed.

Meanwhile, in the above case, when the user image information isselected, user image information in the user image information databaseassociated with the input design identification number is displayed onthe image map screen 10-6 in an overlap manner as shown in FIG. 20. Atthis time, if a different display color is used for information of eachimage data stored in the user image information database, it is possibleto easily identify the displayed information.

In addition, in the above case, when both the target image informationand the design image information are selected, both target imageinformation and design image information associated with the inputdesign identification number are displayed on the image map screen 10-6in an overlap manner as shown in FIG. 21. Similarly, when both thetarget image information and the user image information are selected,when both the design image information and the user image informationare selected, or when all the target image information, the design imageinformation, and the user image information are selected, the individualinformation are displayed on the image map screen 10-6 in an overlapmanner.

As such, if the target image information, the design image information,and the user image information are displayed on the image map screen10-6 in an overlap manner one by one, it is possible for the operator(for example, a design producer) to visually compare and confirm a gapamong target image for design production, image of actual design andimage that the user feels from the actual design. At this time, sinceindividual information is displayed on the image map screen 10-6 alongthe coordinate axis indicating image tendency, it is possible to clearlyunderstand to what extent there is a gap between the image of the actualdesign and the image that the user feels and what tendency the gap has.

With such display, a gap between the design image of an advertisementmedium that the commodity provider (enterprise or the like) intends withrespect to the commodity information and the design image of theadvertisement medium that the consumer is expected to receive withrespect to the commodity information can be visualized and easilyunderstood.

When a reference value representing a degree of gap input by theoperator using the input section 13 is set in the control section 11,the control section 11 compares a degree of the gap between informationon the image map screen 106 (for example, a coordinate value distance)with the reference value, and clearly displays the gap between theinformation on the image map screen 10-6 when the gap is equal to orlarger than the reference value.

For example, in FIG. 22, user image information 69 a, target imageinformation 69 b, and design image information 69 c are displayed on thesingle image map screen 10-6 in an overlap manner. However, since thedesign image information 69 c is separated apart from other information69 a and 69 b, a ‘GAP’ mark 70 is displayed therebetween. Thus, it ispossible to easily evaluate at a glance that the design image is farfrom the user image or the target image.

Moreover, so long as the mark that clearly expresses the informationhaving a large gap, other marks may be used. Further, the color of aregion between the information may be changed or highlighted. Insummary, any method may be used insofar as the separation portion (gapportion) can be identified on the screen.

In addition, if the user image information is acquired from plural usersfor the same design, it is possible to easily confirm the distributiontendency of the user image information on the image map screen 10-6.Further, it is possible to confirm at a glance that the distributiontendencies of the target image information or the design imageinformation and the user image information are consistent with eachother or different from each other.

Moreover, when a color, palette is used as the target image information,the design image information, and the user image information, not theadjective, color palettes may be associated with the individual regionson the image map screen 10-6, and the color palettes may be displayed inthe regions corresponding to the target image information, the designimage information, and the user image information.

In addition, in this exemplary embodiment, it is possible to correct thetarget image information or to present information useful for thecorrection of the design image. If the mouse pointer 5 is moved on atarget image correction button 64 or a design image correctioninformation presentation button 65 on the image map screen 10-6, andthen the mouse is clicked, a correction processing is executed.

If the correction of the target image information is instructed, thecontrol section 11 starts a setting processing of the target imageinformation.

The operator moves the mouse pointer 5 to a region on the image mapscreen 10-6 and clicks the mouse while referring to the design imageinformation or the user image information displayed on the image mapscreen 10-6. The control section 11 acquires the position of the mousepointer 5 and refers to the image representation database, therebysetting information representing an image allocated to the region as newtarget image information. Here, in order to easily confirm the set newtarget image information, a region 66 that displays target imageinformation may be provided to display the target image information.

If the above-described target image information setting method is used,for example, Web advertisement design to be conceived by the user(consumer) for a commodity is displayed on the image map screen 10-6 asdesign image information in an overlap manner. Then, when a target imageof a Web advertisement design of the commodity to be planned (orexecuted) by the commodity provider is close to the design image to beconceived by the user, a region where the design image information of aWeb advertisement design to be conceived by the user is specified, suchthat appropriate target image information can be easily set.

Further, if the mouse pointer 5 is moved on the design image correctioninformation presentation button 65 on the image map screen 10-6, andthen the mouse is clicked, it is possible to present information thatthe operator requires for the correction of design image information.For example, a database relating to the combination of the colors of thebackground region, the main region, and the accent region having designcorresponding to the images allocated to the individual regions of theimage map screen 10-6 may be formed. Then, a set of colors correspondingto the region where the target image information is displayed may bedisplayed on the image map screen 10-6 in an overlap manner. Design maybe changed to the combination of displayed colors, thereby approximatingthe target image.

As such, if the correction of the target image information or thepresentation of information useful for the design correction isperformed on the same image map screen 10-6, a work can be performedwhile visually confirming the target image, the image of actual design,and the image the user feels.

That is, according to this exemplary embodiment, it is possible toconfirm on the same image map screen that a target. image for designproduction of a medium, which provides commodity information, an imageof actual design of the medium, and an image the user feels from actualdesign of the medium are consistent with each other or different fromeach other.

FIG. 23 shows a specific example of the MIGF processing.

For example, as shown on the image map screen 10-6, when representationof design image of the commodity information provision medium (forexample, direct mail: DM) conceived by the user (consumer) orrepresentation of design image of the commodity information provisionmedium intended by the commodity provider is ‘comfortable’ or‘relaxation’, a region (natural or elegant) corresponding to‘comfortable’ or ‘relaxation’ of the image map screen 10-6 is specifiedby the MIGF processing and displayed on the screen.

In the above-described image map, coloration, font, motive, or the likethat specifies image information of each region is associated with theregion. Accordingly, with known association information (for example,association information by Japan Color & Design Research Institute,Inc.), it is possible to produce a commodity information provisionmedium in which the representation of the design image is embodied.

That is, a colorant palette indicated by reference numeral 10 a in FIG.23 is associated with information ‘natural’ representing image set inthe specified region in advance. Similarly, a colorant palette indicatedby reference numeral 10 b in FIG. 23 is associated with information‘elegant’ in advance. Further, a font indicated by reference numeral 10c in FIG. 23 or a motive indicated by reference numeral is set inadvance in association with the individual regions of the image mapscreen 10-6.

Therefore, in order to implement the design image representation‘comfortable’ or ‘relaxation’ in a commodity information provision, thecommodity information provision may be produced using the colorantindicated by reference numeral 10 a or 10 b of FIG. 23, the fontindicated by reference numeral 10 c of FIG. 23, and the motive indicatedby reference numeral 10 d of FIG. 23.

<Description of MPGF Processing>

A medium process evaluation processing (MPGF processing) that isexecuted by the client computer 2 having the above-describedconfiguration will be described with reference to FIGS. 24 to 30.

The client computers 2 are respectively connected to the managementserver 1 through the network 3 and perform communications. Any clientcomputer 2 can function as a terminal of the operator (a processevaluator, such as a product provider).

Moreover, in the following description, it is assumed that the operatoruses the management serve 1 to perform processing.

Further, a main menu on which the operator is allowed to select andstart the MPGF processing is displayed on the output section 14 of themanagement server 14. The operator selects and instructs through theinput section 13, and then the MPGF processing is executed.

If an MPGF processing program starts, as shown in FIG. 24, the controlsection 11 causes the out put section 14 to display a main menu screen20 of the MPGF processing and prompts the operator to select a desiredprocessing. Here, on the main menu screen 20, a mouse pointer isdisplayed, and, if a screen position indicating a desired processing isclicked, the processing starts to be executed.

On the main menu screen 20, a box 70 for inputting an identificationnumber of a commodity to be evaluated is provided. In the followingprocessing, a target database is identified by the number input in thebox 70.

Further, on the main menu screen 20, check boxes 72 are provided. Thecheck boxes 72 include an ‘intention’ check box for selecting aprocessing of intention information associated with kinds of commodityinformation provision media that the commodity provider intends to useeach step of the purchase process, an ‘expectation’ check box forselecting a processing of expectation information associated with kindsof commodity information provision media that a commodity consumer isexpected to use at each step of the purchase process, and a ‘practical’check box for selecting a processing of practical information associatedwith a kind of a commodity information provision medium that thecommodity consumer actually uses at each step of the purchase process.

Further, the control section 11 of this exemplary embodiment has afunction of displaying lines—for the selected intention information,expectation information and/or practical information—which connects thekinds of commodity information provision media between the steps of thepurchase process on an AP×RP matrix described below. Meanwhile, providedis a box 73, in which the operator specifies and inputs the rate (%) ofa medium investment amount or a medium utilization degree used indrawing the lines.

Moreover, the box 73 maybe blank, that is, not specified, and theprocessing for generating and displaying by the control section 11 maybe omitted.

Accordingly, when the operator inputs a commodity identification numberin the box 71 using the input section 13 and then selects an OK button74, the MPGF processing by the control section 11 is executed. In theselection operation, if the ‘intention’ check box is checked by theoperator, the AP×RP matrix is generated using the intension informationstored in the intension information database (storage section 12). Ifthe ‘expectation’ check box is checked by the operator, the AP×RP matrixis generated using the expectation information stored in the expectationinformation database (storage section 12). Further, the ‘practical’check box is checked by the operator, the AP×RP matrix is generatedusing the practical information stored in the practical informationdatabase (storage section 12).

When plural information is selected, the control section 11 causes theoutput section 14 to display the generated AP×RP matrices on the samescreen in an overlap manner, and visualizes a gap between the commodityinformation provision methods based on the respective selectedinformation.

FIG. 25 shows the outline of the AP×RP matrix.

The AP×RP matrix shown in FIG. 25 is matrix information, in whichrespective media (Access Point: AP) used to provide commodityinformation are arranged along the horizontal axis and respective stepof the purchase process (Relational Point: RP) are arranged along thevertical axis. At each intersections of the AP×RP matrix, shown in theinvestment amount of a commodity information provision medium intendedby the commodity provider, a degree to which extent the consumer isexpected to use the commodity information provision medium, or a degreeto which extent the consumer actually used the commodity informationprovision medium.

Moreover, the AP×RP matrix may be a matrix that has the commodityinformation provision medium (AP) as the horizontal axis and each step(RP) of the purchase process as the vertical axis, unlike therelationship between the matrix and the axes shown in FIG. 25.

Further, in this exemplary embodiment, for each of the AP×RP matrixusing intention information, the AP×RP matrix using expectationinformation, and the AP×RP matrix using practical information, theabove-described lines are generated and displayed. A mark ‘GAP’ thatindicates a gap between the lines is also displayed in a portion wherethe gap between the lines is large.

In FIG. 25, the AP×RP matrix that includes the line (estimated purchaseline) and uses intention information and the AP×RP matrix that includesthe line (purchase sentiment line) and uses expectation information aredisplayed in an overlap manner. The mark ‘GAP’ is displayed in a portionwhere the gap between the lines is equal to or larger than apredetermined value that is set in the control section 11 in advance.

The steps of the purchase process and the kinds of the commodityinformation provision media forming the AP×RP matrix are common to theAP×RF matrix of the intention information, the AP×RP matrix of theexpectation information, and the AP×RP matrix of the practicalinformation. A difference among the AP×RP matrices is in that which oneof information relating to the intention of the commodity provider,information relating to the expectation of the consumer (user) andinformation relating to the practical use of the consumer is used.

FIG. 26 shows the steps of the purchase process and the kinds of thecommodity information provision medium forming the AP×RP matrix indetail. Here, the AP×RP matrix relates to a commodity ‘automobile’.

The kinds of the commodity information provision media includeinformation communication media by public means, informationcommunication media by the Internet, information communication media byDM or catalogs, information communication media by events, informationcommunication media by estimation, information communication media byphone, information communication media by sales clerks, informationcommunication media by personal communication, and informationcommunication media by documents.

In addition, the information communication media by public meansinclude, for example, newspapers or insertions, magazines, TV CM, andstreet posters. The information communication media by Internet include,for example, sites to be provided by a company, sites to be provided byother companies, network sales sites, board sites, e-mails, and Websites of cellular phones. The information communication media by DM orcatalogs include, for example, posting direct mails, catalogs, and storefliers. The information communication media by events include, forexample, exhibitions, showrooms, and store show spaces. The informationcommunication media by estimation include, for example, estimates to bepresented to the users or proposals. The information communication mediaby phone include, for example, the institution of installment of callcenters. The information communication media by sales clerks include,for example, talks with sales clerks, calling with sales clerk, andforwarding of e-mails by sales clerk. The information communicationmedia by personal communication include, for example, advices of family.The information communication media by documents include, for example,contracts to be presented to the users.

Meanwhile, the steps of the purchase process forming the AP×RP matrixinclude, for example, attention, excite interest, commodityunderstanding, purchase consideration, purchase, and support forpractical use.

The step ‘attention’ corresponds to a time when the consumer collectsgeneral information about commodities to purchase. The step ‘exciteinterest’ corresponds to a time when the consumer collects generalinformation about a commodity itself. The step ‘commodity understanding’corresponds to a time when the consumer collects detailed information,such as the specification of the commodity of interest. The step‘purchase consideration’ corresponds to a time when the consumercompares the commodity of interest with commodities of other competingcompanies or negotiates the price of the commodity. The step ‘purchase’corresponds to a time when the consumer determines the selection of the,commodity to purchase. The step ‘support for practical use’ correspondsto a time when the consumer requests the repair of the purchasedcommodity.

Moreover, the step ‘support for practical use’ is a process step afterthe purchase, but, in this exemplary embodiment, the step ‘support forpractical use’ is included in the purchase process in a sense of astrategy for the next commodity purchase.

Further, in the above example, the individual steps of the purchaseprocess are set to follow the time to the purchase. However, the orderis not particularly limited insofar as it is uniform among theintention, expectation, and practical AP×RP matrices.

Before the control section 11 starts the MPGF processing, investmentamount information, regarding the commodity, that is associated withinformation of the purchase process steps and information of the kindsof the commodity information provision media in the above-describedmatrix format, which are acquired from the commodity provider, is storedin the intention information database of the storage section 12.Further, before the control section 11 starts the MPGF processing,utilization possibility information, regarding the commodity, that isassociated with the information of the purchase process steps and theinformation of the kinds of the commodity information provision media inthe above-described matrix format, which are acquired from the commodityconsumer, is stored in the expectation information database of thestorage section 12. In addition, before the control section 11 startsthe MPGF processing, actual utilization information, regarding thecommodity, that is associated with information of the purchase processsteps and information of the kinds of the commodity informationprovision media in the above-described matrix format, which are acquiredfrom the commodity provider, is stored in the practical informationdatabase of the storage section 12. According to the selectioninstruction made on the menu 20, the control section 11 extractsinformation relating to the same commodity from the correspondingdatabase and performs the MPGF processing that generates and displaysthe AP×RP matrix.

Here, the management serve 1 may acquire the AP×RP matrix informationstored in the intention information database, the expectationinformation database and the practical information database by such amethod that the control section 11 acquires the AP×RP matrix informationfrom the commodity provider or the consumer via the network 3, that theinput section 13 reads questionnaire sheets collected from the commodityprovider or the consumer and analyzes, or the like.

That is, the management server 1 specifies a commodity, acquires fromthe commodity provider information as to how much he/she intends toinvest in which medium at each step of the purchase process, acquiresfrom the consumer information as to what medium he/she is expected touse at each step of the purchase process, acquires from the consumerinformation as to what medium he/she actually used at each step of thepurchase process, and correspondingly stores these information in thedatabases.

Moreover, in the exemplary embodiment, in addition to a gap among threeparts of intention, expectation, and practical use, a gap between twoparts, that is, a gap between intention and expectation, a gap betweenintention and practical use, or a gap between expectation and practicaluse may be visualized and displayed. When only the gap between the twoparts is processed, the databases may store two kinds of correspondinginformation.

FIG. 27 shows a specific example of the AP×RP matrix that is generatedby the control section 11 and displayed on the screen of the outputsection 14.

The AP×RP matrix shown in FIG. 27 relates to the commodity ‘automobile’.In the AP×RP matrix, the steps of the purchase process are arrangedalong the horizontal axis, and the kinds of the commodity informationprovision media are arranged along the vertical axis. At each of theintersections (matrix elements) of the purchase process steps and thekinds of the commodity information provision medium, a numeric valuethat represents a degree regarding the medium is displayed. In the AP×RPmatrix of the intention information, the numeric value represents adegree to which extent the commodity provides invests to thecorresponding commodity information provision medium. In the AP×RPmatrix of the expectation information, the numeric value represents aprobability that the consumer will use the corresponding commodityinformation provision medium. In the AP×RP matrix of the practicalinformation, the numeric value represents a degree to which extent theconsumer actually used the corresponding commodity information provisionmedium.

Further, in the example of FIG. 27, the control section 11 causes theoutput section 14 to perform display 76, 77, and 78 as an index of thedegree and to display matrix elements having corresponding degrees in asimilar manner to the respective index displays (color coding,highlight, halftone, and visually identifiable one).

That is, a matrix element having a degree represented by a numeric valueof 40% or more is displayed in the same manner as the index display 76.Similarly, a matrix element having a degree represented by a numericvalue of 20% to 40% is displayed in the same manner as the index display77. Similarly, a matrix element having a degree represented by a numericvalue of 20% or less is displayed in the same manner as the indexdisplay 78. Accordingly, when the AP×RP matrices of the intentioninformation, the expectation information and the practical informationare displayed on the screen in an overlap manner, a gap among“investment,” “expectation,” and “practical use” at the same degree isvisually, clarified.

In the example of FIG. 27, the control section 11 displays a line 79connecting matrix elements that have the highest degree at therespective steps of the purchase process on the AP×RP matrix, anddisplays the kinds of the commodity information provision media thathave a high degree of intention or high degree of expectation at therespective steps of the purchase process in a format of the line.Moreover, the control section 11 may set a criterion of displaying ofthe line, and may generate and display a line having a different degree,such as a medium degree or a low degree. The line connecting theelements having a high degree is useful in comparing the degree ofintention or expectation.

FIGS. 28 and 30 show screen display examples of that AP×RP matrix for acommodity ‘OA instrument’. FIG. 27 shows an AP×RP matrix of theintention information. FIG. 28 shows an AP×RP matrix of the expectationinformation. FIG. 29 shows an AP×RP matrix in which the intentioninformation and the expectation information are displayed in an overlapmanner.

In the purchase process of the horizontal axis of the AP×RP matrix, thesteps of attention, excite interest, commodity understanding, purchaseconsideration, purchase, support for practical use, and spread arearranged. As the commodity information provision media of the verticalaxis of the AP×RP matrix, public, Internet, enterprise Web, direct mail,sales, catalog, fair, phone, commodity service, and call center arearranged.

In the example of FIGS. 28 to 30, the control section 11 does notdisplay the numeric values representing the degrees in the matrixelements, that is, renders the matrix elements to be blank, and displaysa line connecting elements having the highest degrees at the respectivesteps.

In the AP×RP matrix of the intention information in FIG. 29, a commodityinformation provision method that an enterprise (commodity provider),which sells the OA instrument, intends that the consumers desire isdisplayed as an estimated purchase line 80. In the AP×RP matrix of theexpectation information in FIG. 28, a commodity information provisionmethod that the consumer who wants to purchase the OA instrument isexpected to use before the purchase is displayed as a purchase sentimentline 81.

Then, according to an overlap display instruction by the operatorthrough the input section 13, the control section 11 displays the AP×RPmatrices of the intention information and the expectation information onthe same screen in an overlap manner. Thereby, as shown in FIG. 30, theestimated purchase line 80 and the purchase sentiment line 81 aredisplayed on the AP×RP matrix. In addition, a ‘GAP’ mark 83 is displayedin a portion where a gap between the estimated purchase line 80 and thepurchase sentiment line 81 is equal to or larger than a predetermineddegree.

For example, a reference value representing a degree of gap input by theoperator through the input section 13 is set in the control section 11.Then, a degree of separation. (for example, a coordinate value distance)between the lines on the AP×RP matrix is compared with the referencevalue. Thereafter, a mark (for example, a ‘GAP’ mark 83) that clearlyexpresses the gap is displayed at a position between the lines on theAP×RP matrix where the gap is equal to or larger than the referencevalue.

Moreover, so long as the mark that clearly expresses a large gap betweenthe lines other, marks may be used. Further, the color of a regionbetween the information may be changed or highlighted. In summary, anymethod may be used insofar as the separation portion (gap portion) canbe identified on the screen.

Therefore, the gap between the commodity information provision methodthat the commodity provider intends to use and the commodity informationprovision method that the consumers are expected to use can bevisualized and evaluated at a glance.

Moreover, the same is applied to the AP×RP matrix of the practicalinformation. That is, if an arbitrary combination including a, line ofpractical information is selected, the same image display is made by thecontrol section 11.

The expectation information or the practical information relating to thecommodity information provision method is acquired from the individualusers in the questionnaire format, and the expectation information orthe practical information and the intention information for eachindividual user may be displayed on the same screen in an overlapmanner. Accordingly, a gap between the expectation or practical use ofthe individual user with respect to a given commodity and the intentionof the commodity provider can be easily evaluated. Then, if plural users(expectation information or practical information) are identifiablydisplayed on the screen, broad and objective evaluation can beperformed.

Moreover, as described below, a consumer model is generated byclustering plural users on the basis of attribute information, and theexpectation information or practical information for each consumer modeland the intention information of the commodity provided are displayed onthe same screen in an overlap manner. Thereby, a gap between thecommodity information provision methods of the consumer model and thecommodity provider can be easily evaluated.

<Description of Consumer Model Processing>

The processing 100 relating to the consumer model that is executed bythe client computer 2 having the above-described configuration will bedescribed with reference to FIGS. 31 to 35.

This processing executes, a processing of clustering plural consumers onthe basis of the factors (personality, action characteristic, andattitude to a commodity (value)) and executes a processing of using thegenerated user cluster (consumer model) as a user who is a subject ofthe expectation information or the practical information in the MIGFprocessing or the MPGF processing.

The client computers 2 are respectively connected to the managementserver 1 through the network 3 and perform communications. Any clientcomputer 2 may function as an operator's terminal device r.

Moreover, in the following description, for convenience, it is assumedthat the operator operates the management server 1 to performprocessing.

Further, as described below, the management serve 1 automatically storesinformation of each user in the user information database of the storagesection 12. The management server 1 may automatically execute theprocessing of clustering the users in response to the acquiring of theuser information. In addition, the management server 1 may start theprocessing according to the instruction of the operator.

Moreover, in the following description, for convenience, it is assumedthat the management server 1 performs the user clustering processingaccording to the instruction of the operator.

First, as described in the MIGF processing or the MPGF processing, theinformation relating to the image of the commodity information provisionmedium acquired from the user, the information relating to theexpectation of the commodity information provision medium acquired fromthe user, the information relating to the actual utilization of thecommodity information provision medium acquired from the user are storedin the storage section 12 as the user image information database, theexpectation information database, and the practical informationdatabase, respectively.

In this exemplary embodiment, when these database information isacquired, the user provides his/her factor information and attributeinformation to the management server 1 by replying the questionnaire.The management server 1 stores the factor information of the user andattribute information of the user in the user information database ofthe storage section 12 in association with the user image information,the expectation information, and the practical information acquired fromthe user (that is, the reply to the questionnaire about the process orimage).

That is, as shown in FIG. 33, the management server 1 identifies theindividual users, from whom the user image information, the expectationinformation, and the practical information (the reply to thequestionnaire) are acquired, by user IDs, and stores the information inthe user image information database, the expectation informationdatabase, and the practical information database. Further, themanagement sever 1 identifies the users by the user IDs and stores thedegree of factor contribution and individual attribute information (age,sex, and family) in the user information database.

Moreover, the degree of factor contribution is factor informationrepresenting personality of the user or the like. In this exemplaryembodiment, as described below, the degree of factor contribution isrepresented by a rate (%) for each factor.

Here, FIG. 32A shows an example of the outline of a consumer model withan automobile used as a commodity.

The consumer model 103 is a model obtained by clustering plural users onthe basis of the factors. A predetermined set of models that havedifferent degrees of factor contribution is prepared for each commodityin advance. In this exemplary embodiment, the consumer model is storedin the user information database in advance.

FIG. 32A shows a consumer model set with an automobile used as thecommodity. The individual models in the set are identified by clusternumbers. A characteristic (car enthusiast and the like) collectivelyrepresenting the degree of factor contribution is given to each model.

In each consumer model, a factor and the degree of factor contribution(%) are defined. For example, subjectivity (degree of contribution: 70to 90%) and cooperation (degree of contribution: 20 to 30%) are definedas a factor relating to personality and a degree of the factorcontribution. Further, as a factor relating to action characteristic anda degree of the factor contribution, importance of informationacquisition (30 to 40%) and importance of information communication (70to 80%) are defined. In addition, as a factor relating to attitude tothe commodity and a degree of the factor contribution, importance offunctional values (80 to 90%) and importance of emotional values (10 to20%) are defined.

The factors and the degrees of the factor contribution definecharacteristics of the modeled consumers.

Meanwhile, the factor information acquired from the individual users asthe replies to the questionnaire has, for example, the contents shown inFIG. 32B in correspondence with the factors defining the consumer model.

For example, when the commodity is an automobile, the user replies thefollowing inquiries about the individual factors as ‘Yes’ or ‘No’, suchthat the factor information is acquired from the individual users: aninquiry about subjectivity (I immediately conduct upon decision) and aninquiry about cooperation (I follow other person friendly) as thefactors relating to personality; an inquiry about importance ofinformation acquisition (I want to know information quickly) as thefactor relating to action characteristic; and an inquiry aboutimportance of functional values (I tend to speed up) as the factorrelating to the attitude to the commodity.

Here, for simple explanation, a simple example is used, but pluralinquiry items about subjectivity may be used. For the user who replied‘Yes’ on the inquiries at 70 percent, the degree of factor contributionof subjectivity may be set to 70%. The same may apply to other factors.

Therefore, the control section 11 performs a factor analysis processingon the basis of the reply to the questionnaire from the user. As theprocessing result, as shown in FIG. 33, the degree of factorcontribution (the degree of contribution about subjectivity andcooperation relating to personality, the degree of contribution aboutimportance of information acquisition and importance of individualrelating to action characteristic, the degree of contribution aboutimportance of functional values or importance of self-expressionrelating attitude to commodity) is recorded in the user informationdatabase for each user (user ID). Moreover, in this exemplaryembodiment, individual attribute information, such as age or sex, isacquired and recorded through the questionnaire.

Accordingly, for the users who give the reply to the questionnaire tothe server 1 in respect to the image or process and factor information,the reply contents (the reply to the questionnaire) relating to theimage or process are recorded in association with the degree of factorcontribution. Further, in the clustering processing executed by thecontrol section 11, the users are grouped on the basis of the degree offactor contribution into the respective consumer models prepared foreach commodity (automobile or OA instrument).

That is, when a consumer model is specified, the reply contents relatingto the image or process acquired from the users in the consumer modelcan be specified. Therefore, in the MPGF processing or the MIGFprocessing, a group of consumers who have a common or similar preferenceor hobby can be analyzed.

FIG. 34 shows the concept where the control section 11 performs theclustering processing and the result is applied to the MIGF processingor the MPGF processing.

In the clustering processing, the information acquired from theindividual users (consumers) is subject to known factor analysis and theclustering processing, and a profile creation processing, to therebygenerate the above-described clusters. Then, as shown in FIG. 35, theusers are classified into the consumer models (clusters: CLUS-1 to 9)characterized by the factors, such as preference, situation, sentiment,and action. Then, the cluster data is applied to the MIGF processing orthe MPGF processing. Thereby, for each consumer model (cluster: CLUS-1to 9), image of commodity information provision medium, timelyexpectation of the commodity information provision medium, and timelyutilization of the commodity information provision medium are clarified,such that a gap from the intention of the commodity provider isvisualized.

Here, when the management server 1 acquires the user image information,the expectation information, and the practical information transmittedfrom the client computer 2 by the user, for example, a questionnaireinput screen that has a column, in which the user inputs his/her ownfactor information and attribute information together with the imageinformation and the expectation information, may be displayed on thescreen of the client computer 2. Then, the information input on thescreen may be transmitted to the management server 1.

Further, when the, management server 1 reads the questionnaire collectedfrom the user using the input section 13 and acquires the user imageinformation, the expectation information, and the practical information,a field in which the user enters his/her own factor information andattribute information together with the user image information and theexpectation information may be provided in the questionnaire.

A main menu on which the operator is allowed to select and start theclustering processing is displayed on the output section 14 of themanagement server 1, and a processing relating to the clustering of theusers is executed in response to an operator's selection operation fromthe input section 13.

If the processing program relating to the clustering of the usersstarts, the control section 11 causes the output section 14 to display amain menu screen 30 of the user clustering processing and prompts theoperator to select a desired processing as shown in FIG. 31. Here, onthe main menu screen 30, a mouse pointer is displayed and, if a screenposition indicating a desired processing is clicked, execution of theprocessing starts.

On the main menu screen 30, a box 91 for inputting an identificationnumber of a commodity to be evaluated is provided. In the processing, atarget database is identified by the number input in the box 91.

Further, on the main menu screen 30, check boxes 92 are provided. Thecheck boxes include a ‘clustering’ check box for selecting theprocessing of clustering the users on the basis of the factorinformation, and an ‘apply’ check box for allowing clustered user dataas the user of the MIGF processing or the MPGF processing.

That is, in this exemplary embodiment, the MIGF processing or the MPGFprocessing is basically performed with the users as the subject.However, if the operator checks the ‘apply’ check box and then selectsan ‘OK’ button 94, clustered user information is applied as the subjectof the processing, as described below.

Further, on the main menu screen 30, a box 93 for inputting the numberto specify a user cluster is provided.

Therefore, to cluster the user information of the individual usersstored in the user information database, the management server 1 startsthe processing by checking the ‘clustering’ check box 92 and selectingthe ‘OK’ button 94.

Moreover, if the clustering processing is performed, the managementserver 1 informs the operator of the cluster number for identifying eachcluster, characteristic information of the cluster (for example, carenthusiast) and the number for identifying a commodity relating to theacquired user information through the output section 14. Then, theoperator applies the clustered user data to the MIGF processing or theMPGF processing using the informed information.

If the processing of clustering the individual user information isperformed, the management server 1 temporarily holds the userinformation (the reply to the questionnaire relating to the image orprocess) clustered by the consumer model. Then, the user information isused in the MPGF processing or the MIGF processing.

Therefore, if the cluster number or the consumer model characteristic isspecified, the image information or the expectation information which isacquired from the individual users and contained in the specifiedcluster can be used in processing.

Moreover, in this exemplary embodiment, the management server 1 performsknown factor analyst is or the clustering process for the individualuser information, performs a processing of arranging the imageinformation or the expectation information of the individual userscontained in the cluster as the image information or the expectationinformation of each cluster, and stores the image information or theexpectation information for each cluster in the cluster data as analysisinformation.

Therefore, the processing of arranging the image information or theexpectation information of the individual users as the image informationor the expectation information of each cluster may be performed, ifnecessary. Meanwhile, if the image information or the expectationinformation of each cluster is prepared in advance, the subsequentprocessing can be rapidly performed.

Meanwhile, in order to apply the clustered user data to the MIGFprocessing or the MPGF processing, as described above, when the MIGFprocessing or the MPGF processing starts, the ‘apply’ check button 92 ischecked, a commodity identification number is input in the box 91, acluster number to be applied to the box 93, and the ‘OK’ button 94 isselected. Then, the management server 1 starts the selected processing.

That is, the management server 1 applies the specified cluster (inparticular, acquired image or expectation information) relating to thespecified commodity and executes the MIGF processing or the MPGFprocessing. Therefore, the image information or the expectationinformation of the user cluster (consumer model) characterized by ahobby or preference is applied to the MIGF processing or the MPGFprocessing. As a result, the image of the commodity informationprovision medium can be evaluated and created on the basis of theconsumers' demands. Further, the commodity information provision mediumcan be evaluated and improved on the basis of the consumers' demands.

That is, if the operator determines the consumer model and starts theMPGF processing or the MIGF processing, the acquisition information (thereply to the questionnaire) relating to the users' process or the imageof the individual users contained in the specified consumer model isspecified. Then, the acquisition information is subject to the MPGFprocessing or the MIGF processing and the processing result is displayedon the screen.

For example, in the MPGF processing, on the basis of plural replies inthe consumer model, a line connecting the highest points of replyfrequencies is used as the purchase process of the consumer model.Further, on the basis of plural replies in the consumer model, aposition where the replies are biased on an image scale may be used asthe user image. In this case, screen display may be performed in thesame manner as the above-described case.

FIG. 36 shows another display example where a consumer model is used inthe MPGF processing.

In this example, the control section 11 sets the degree of expectation(for example, such a degree that the consumer desires to receiveinformation by DM) as the vertical axis and each step of the purchaseprocess as the horizontal axis. Then, the result of the MPGF processingis displayed on the output section 14 by a line chart for each consumermodel (clus1 to 9). With this display state it is possible to evaluateat a glance what time each consumer desires commodity information by thedirect mail (DM).

The foregoing description of the exemplary embodiments of the presentinvention has been provided for the purposes of illustration anddescription. It is not intended to be exhaustive or to limit theinvention to the precise forms disclosed. Obviously, many modificationsand variations will be apparent to practitioners skilled in the art. Theexemplary embodiments were chosen and described in order to best explainthe principles of the invention and its practical applications, therebyenabling others s din the art to understand the invention for variousembodiments and with the various modifications as are suited to theparticular use contemplated. It is intended that the scope of theinvention be defined by the following claims and their equivalents.

1. A commodity-information provision evaluation method for visualizinginformation contributing to evaluating of commodity information providedby a commodity provider, the method comprising: performing, according toan operator's selection operation, process display processing thatcomprises superimposing and displaying at least two of intentioninformation, expectation information and practical information on ascreen in a matrix format of kinds of commodity information provisionmedia and respective steps of a purchase process, to visualize a gapbetween the commodity information provision media, or image displayprocessing that comprises superimposing at least two of target imageinformation, design image information and user image information on animage map screen in which information regarding image is allocated toeach of regions into which a display screen is divided so that the atleast two of the target image information, the design image informationand the user image information are displayed in regions to which the atleast two of the target image information, the design image informationand the user image information are allocated among the regions on theimage map screen, to visualize a gap between the at least two of thetarget image information, the design image information and the userimage information, wherein: the intention information is associated withkinds of commodity information provision media that the commodityprovider intends to use each step of the purchase process, theexpectation information is associated with kinds of commodityinformation provision media that a commodity consumer is expected to useat each step of the purchase process, the practical information isassociated with a kind of a commodity information provision medium thatthe commodity consumer actually uses at each step of the purchaseprocess, the target image information relates to image of a target whena certain commodity information provision medium is designed, the designimage information relates to image that is defined based on a physicalcharacteristic amount of actual design of the certain commodityinformation provision medium, and the user image information relates toimage that the commodity consumer receives from the actual design of thecertain commodity information provision medium.
 2. The method accordingto claim 1, wherein the process display processing further comprisesdisplaying on the matrix, a line that connects the kinds of thecommodity information provision media among the steps of the purchaseprocess, for each of the intention information, the expectationinformation and the practical information.
 3. The method according toclaim 2, wherein the process display processing further comprisesdisplaying on the screen a mark, indicating a gap state, in a portionwhere a gap between the lines is equal to or larger than a predeterminedvalue.
 4. The method according to claim 1, wherein the image displayprocessing further comprises displaying on the screen, a mark,indicating a gap state, in a portion where a gap between the at leasttwo of the target image information, the design image information andthe user image information is equal to or larger than a predeterminedvalue.
 5. The method according to claim 1, wherein the image displayprocessing further comprises, when a region on the image map screen isspecified, presenting information required for correcting the designimage information to information allocated to the specified region. 6.The method according to claim 1, further comprising: allowing theoperator to select at least one of plural pieces of informationindicating image of design; and determining the target image informationbased on the selected information.
 7. The method according to claim 1,wherein further comprising: extracting a physical characteristic amountof a color in each portion of the design of the certain commodityinformation provision medium; and determining the design imageinformation based on a combination of the physical characteristicamounts.
 8. The method according to claim 1, further comprising:allowing the consumer to select at least one of plural pieces ofinformation indicating image of the design of the certain commodityinformation provision medium; and acquiring the user image informationbased on the selected information.
 9. The method according to claim 1,wherein: in the image map screen, the information regarding the image isallocated to each of the regions into which the display screen isdivided, with a predetermined tendency, and the image map screencontains a coordinate axis representing a change in the predeterminedtendency.
 10. A computer readable medium storing a program evaluatingprovision of commodity information, the program causing a computer toexecute a process for visualizing information contributing to theevaluating of the commodity information provided by a commodityprovider, the process comprising: performing, according to an operator'sselection operation, process display processing that comprisessuperimposing and displaying at least two of intention information,expectation information and practical information on a screen in amatrix format of kinds of commodity information provision media andrespective steps of a purchase process, to visualize a gap between thecommodity information provision media, or image display processing thatcomprises superimposing at least two of target image information, designimage information and user image information on an image map screen inwhich information regarding image is allocated to each of regions intowhich a display screen is divided so that the at least two of the targetimage information, the design image information and the user imageinformation are displayed in regions to which the at least two of thetarget image information, the design image information and the userimage information are allocated among the regions on the image mapscreen, to visualize a gap between the at least two of the target imageinformation, the design image information and the user imageinformation, wherein: the intention information is associated with kindsof commodity information provision media that the commodity providerintends to use each step of the purchase process, the expectationinformation is associated with kinds of commodity information provisionmedia that a commodity consumer is expected to use at each step of thepurchase process, the practical information is-associated with a kind ofa commodity information provision medium that the commodity consumeractually uses at each step of the purchase process, the target imageinformation relates to image of a target when a certain commodityinformation provision medium is designed, the design image informationrelates to image that is defined based on a physical characteristicamount of actual design of the certain commodity information provisionmedium, and the user image information relates to image that thecommodity consumer receives from the actual design of the certaincommodity information provision medium.
 11. The computer readable mediumaccording to claim 10, wherein the process display processing furthercomprises displaying on the matrix, a line that connects the kinds ofthe commodity information provision media among the steps of thepurchase process, for each of the intention information, the expectationinformation and the practical information.
 12. The computer readablemedium according to claim 11, wherein the process display processingfurther comprises displaying on the screen a mark, indicating a gapstate, in a portion where a gap between the lines is equal to or largerthan a predetermined value.
 13. The computer readable medium accordingto claim 10, wherein the image display processing further comprisesdisplaying on the screen, a mark, indicating a gap state, in a portionwhere a gap between the at least two of the target image information,the design image information and the user image information is equal toor larger than a predetermined value.
 14. The computer readable mediumaccording to claim 10, wherein the image display processing furthercomprises, when a region on the image map screen is specified,presenting information required for correcting the design imageinformation to information allocated to the specified region.
 15. Acommodity-information provision evaluation apparatus for visualizinginformation contributing to the evaluating of commodity informationprovided by a commodity provider, the apparatus comprising: a controlsection that performs, according to an operator's selection operation,process display processing that comprises superimposing and displayingat least two of intention information, expectation information andpractical information on a screen in a matrix format of kinds ofcommodity information provision media and respective steps of a purchaseprocess, to visualize a gap between the commodity information provisionmedia, and image display processing that comprises superimposing atleast two of target image information, design image information and userimage information on an image map screen in which information regardingimage is allocated to each of regions into which a display screen isdivided so that the at least two of the target image information, thedesign image information and the user image information are displayed inregions to which the at least two of the target image information, thedesign image information and the user image information are allocatedamong the regions on the image map screen, to visualize a gap betweenthe at least two of the target image information, the design imageinformation and the user image information; and a storage section thatstores at least two of; the intention information is associated withkinds of commodity information provision media that the commodityprovider intends to use each step of the purchase process, theexpectation information is associated with kinds of commodityinformation provision media that a commodity consumer is expected to useat each step of the purchase process, and the practical information isassociated with a kind of a commodity information provision medium thatthe commodity consumer actually uses at each step of the purchaseprocess, the storage section that stores at least two of: the targetimage information relates to image of a target when a certain commodityinformation provision medium is designed; the design image informationrelates to image that is defined based on a physical characteristicamount of actual design of the certain commodity information provisionmedium, and the user image information relates to image that thecommodity consumer receives from the actual design of the certaincommodity information provision medium.
 16. The apparatus according toclaim 15, wherein the process display processing further comprisesdisplaying on the matrix, a line that connects the kinds of thecommodity information provision media, among the steps of the purchaseprocess, for each of the intention information, the expectationinformation and the practical information.
 17. The apparatus accordingto claim 16, wherein the process display processing further comprisesdisplaying on the screen a mark, indicating a gap state, in a portionwhere a gap between the lines is equal to or larger than a predeterminedvalue.
 18. The apparatus according to claim 15, wherein the imagedisplay processing further comprises displaying on the screen, a mark,indicating a gap state, in a portion where a gap between the at leasttwo of the target image information, the design image information andthe user image information is equal to or larger than a predeterminedvalue.
 19. The apparatus according to claim 15, wherein the imagedisplay processing further comprises, when a region on the image mapscreen is specified, presenting information required for correcting thedesign image information to information allocated to the specifiedregion.
 20. A computer data signal embodied in a carrier wave forenabling a computer to perform a process for visualizing informationcontributing to evaluating of commodity information provided by acommodity provider, the process comprising: performing, according to anoperator's selection operation, process display processing thatcomprises superimposing and displaying at least two of intentioninformation, expectation information and practical information on ascreen in a matrix format of kinds of commodity information provisionmedia and respective steps of a purchase process, to visualize a gapbetween the commodity information provision media, or image displayprocessing that comprises superimposing at least two of target imageinformation, design image information and user image information on animage map screen in which information regarding image is allocated toeach of regions into which a display screen is divided so that the atleast two of the target image information, the design image informationand the user image information are displayed in regions to which the atleast two of the target image information, the design image informationand the user image information are allocated among the regions on theimage map screen, to visualize a gap between the at least two of thetarget image information, the design image information and the userimage information, wherein: the intention information is associated withkinds of commodity information provision media that the commodityprovider intends to use each step of the purchase process, theexpectation information is associated with kinds of commodityinformation provision media that a commodity consumer is expected to useat each step of the purchase process, the practical information isassociated with a kind of a commodity information provision medium thatthe commodity consumer actually uses at each step of the purchaseprocess, the target image information relates to image of a target whena certain commodity information provision medium is designed, the designimage information relates to image that is defined based on a physicalcharacteristic amount of actual design of the certain commodityinformation provision medium, and the user image information relates toimage that the commodity consumer receives from the actual design of thecertain commodity information provision medium.